The HubSpot Blog's 2024 Social Media Marketing Report: Data from 1400+ Global Marketers

As the resident social media and content creation expert for the HubSpot blog, I know a thing or two about social media marketing. And one of those things is that the social media marketing landscape is constantly evolving.

Fortunately, I can lend my expertise — and that of the 1,460 marketing professionals HubSpot recently surveyed — to help you stay informed on the latest happenings in social media marketing.

Yes, we asked 1,400+ global social media marketers about their biggest trends, goals, challenges, and strategies going into 2024. And we're passing our knowledge to you.

Not much time on your hands? Click the section you’d like to jump to here:

• Social Media Trends
• Top Social Media Platforms
• Top Social Media Marketing Goals
• The Top Social Media Challenges
• Top Social Media Marketing Metrics
• The Best Times to Post on Social Media
• Social Media Marketer Predictions

1. Social media e-commerce will continue to grow.

I can't scroll for more than five seconds on almost any social media app without seeing a chance to purchase something online.

Whether it's TikTok Shop, Instagram Shopping, or sponsored content from influencers — opportunities to make purchases directly from social media are almost endless and will only grow in 2024.

Our survey shows that a quarter of marketers are currently leveraging the strategy of selling products directly via social media apps, and 50% of marketers plan to increase their investment in social selling in 2024.

Over the last few years, social media apps have evolved into e-commerce platforms that connect users with products they can buy without leaving the app.

While some, like Instagram, are further along in this transformation, many apps are working hard to implement new features and tools that enable social shopping.

TikTok, for example, launched TikTok Shop in the U.S. in 2023, and while 33% of TikTok users say they have not shopped on the platform, 30% have used it, according...